Unless you have been hiding under a rock over the past couple of years you are aware of how much we all rely upon our cell phones to get through the day. Even at night, your phone is only an arm length away. We seem to have become inseparable. For us marketers, that is a really good thing. It gives us another opportunity to get our message across to our prospects/customers right when they need it. However, before we all jump into the mobile arena, there are some things to consider first.
Here are the top 5 things you need to know about mobile marketing:
- Get permission: You need people to opt into your mobile marketing. The best way to do that is to include links or short codes on your other marketing materials that offer people the opportunity to sign up. Make sure to include what they will get such as coupons and give them a reasonable approximation of how often you will contact them. Once a week is a good start. It helps to provide what’s in it for them.
- Take your time: Make sure that you have taken the time to thoroughly plan out your mobile campaign from the initial push through the landing pages. Everything must be mobile friendly, east to read, easy to click. Offer buy now buttons, many people love the convenience. Consider your offer carefully, as only essential text should be on the landing pages and should be short/to the point. In most cases, don’t assume the customer will know what to do when they get there. Make sure you tell them what to do with a clear call to action.
- Multiple options: Designing mobile landing pages that can be easily viewed by multiple devices is key. Tablets and smart phones should display correctly when the site is accessed by using dynamic design to create them. You also want to consider not only sms/mms messages using the pages, but your QR codes, PURLs and augmented reality can have links to the pages as well. Get as much use out of each page as you can, so that you get the most bang for your buck. Code the short codes so that you know who is landing where and how they got there. This is essential to continued growth with mobile, you need to know who your customers and prospects are.
- Offer: When marketing to mobile consumers, the offers most commonly responded to are coupons and discounts. People are looking for ways to save money, so if you can incorporate that into your mobile marketing, the responses increase. The most important thing to remember is that the offer must be relevant to your audience, if you want them to respond. As long as you provide something they want/need you will have success with your campaign. It is vital to know as much as you can about them to make sure you are keeping on track with your offers and
- Reasonable touch times: Many companies get over zealous with their messaging, remember you do not need to message your audience daily or even every other day. Start off with a once a week or twice a month time frame to see what the response is. This way you can analyze the data and determine if it’s too often or not enough. Yes, you want to remind them that you are there, however, there is a line you can cross that will upset them and the last thing you want is for them to opt out of your campaign. A good test is to put yourself in their shoes. Why are you sending the message? What does it mean, how can you benefit from it? Do you really need to send it now or can you wait for another time?
Mobile marketing can be a tricky arena, but with the rise of tablets and smart phones, it’s something you should definitely dive in to. Remember, people will respond differently to mobile marketing than they do to other channels like direct mail. Direct mail is not seen as intrusive and in most cases is welcome. Mobile marketing can be seen as intrusive if you are sending a message that they do not find useful and/or you’re sending it too often. However, that said, mobile marketing can be a powerful driver of response when you do it correctly. You are able to reach someone where they are currently and quickly get responses back with the right offer.
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